McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. SURVEYS Chapter 10

10-2 Learning Objectives Understand... The process for selecting the appropriate and optimal communication approach. Factors affect participation in communication studies. Sources of error in communication studies and how to minimize them. Major advantages and disadvantages of the three communication approaches. Why an organization might outsource a communication study.

10-3 Pull Quote If social media is the temperature check, surveys are the taste test to validate that the meal is cooked properly. A good survey enables you to: (1) tune out the noise and zero in on the opinions and comments that are directly applicable to your most pressing questions, and (2) validate trends and shifts in preference that you may have suspected, but werent certain about. Reggie Aggarwal, CEO, Cvent

10-4 Data Collection Approach

10-5 Selecting a Communication Data Collection Approach

10-6 Dilemma for Surveys The ubiquity of cell phones and the rapid and continuing development of the Internet have completely altered the way we talk to each other, the way marketers talk to customers, the way customers shop and the way the media research their audiences. Alain Tessier, founder, Mediamark Research, Inc.

10-7 Communication Approach Strengths Versatility Efficiency Geographic coverage Weaknesses Error Inaccessible populations

10-8 Sources of Error Measurement Questions Interviewer Participant

10-9 Participant Motivation

10-10 Response Terms Noncontact rate Refusal rate Incidence rate

10-11 Communication Approaches Self- Administered Survey Survey via Personal Interview Telephone Survey

10-12 Self-Administered Surveys Disk-by-Mail Intercept Modes Drop-off Mail CASI Fax

10-13 Self-Administered Surveys Anonymity Topic Coverage Topic Coverage Systematic Sample Accessibility Costs Time Constraints

10-14 Designing Questionnaires Using the TDM Easy to read Offer clear directions Include personalization Notify in advance Encourage response

10-15 Options for Web-based Surveys Surveying Software Fee-Based Service

10-16 Advantages of Surveying Software Questionnaire design in word processing environment Question and scale libraries Automated publishing to the Web Real-time viewing of incoming data Rapid transmission of results Flexible analysis and reporting mechanisms

10-17 The Web as a Survey Research Venue Advantages Cost savings Short turnaround Use of visual stimuli Access to participants Perception of anonymity Access to data and experiences otherwise unavailable Disadvantages Recruitment Coverage Difficulty developing probability samples Technical skill System compatibility issues Possible self-selection bias

10-18 Advantages of Self-Administered Study Access inaccessible participants Incentives for higher response rates Lowest-cost Geographic coverage Minimal staff needed Perceived anonymity Reflection time Question complexity Rapid data collection Visuals possible Multiple sampling possible

10-19 Disadvantages of Self-Administered Study Low response rates in some modes No interviewer intervention Cannot be too long Cannot be too complex Requires accurate list Skewed responses by extremists Participant anxiety possible Directions necessary Need for low-distraction environment Security

10-20 Improving Response Rates Monetary Incentives Participation Deadlines Promise of Anonymity Appeal for Participation Advance Notification Reminders Return Directions & Devices

10-21 Telephone Survey Traditional CATI systems Computer-administered

10-22 Designing Questionnaires Using the TDM Lower Cost vs. Personal Interview Fast completion time Random dialing CATI Wide geographic coverage Fewer Interviewers Reduced interviewer bias

10-23 Disadvantages of the Telephone Survey Lower response rate Early termination Higher costs if geographically dispersed sample Limited Interview length Inaccessible populations Limited complexity of scales iPhone Voice-over IP

10-24 Survey via Personal Interview InterceptCAPI

10-25 Personal Interview Survey Advantages Good cooperation rates Interviewer can probe and explain Visual aids possible Illiterate participants can be reached Interviewer can prescreen CAPI possible Disadvantages High costs Need for highly trained interviewers Time consuming Labor-intensive Some unwilling to invite strangers into homes Interviewer bias possible

10-26 Key Terms Communication approach Computer- administered telephone survey Computer-assisted personal interviewing (CAPI) Computer-assisted self interview (CASI) Disk-by-mail survey Computer-assisted telephone interviewing (CATI) Intercept interview Interviewer error Mail survey

10-27 Key Terms (cont.) Noncontact rate Nonresponse error Panel Personal interview Random dialing Refusal rate Response error Self-administered survey Survey Telephone interview Web-based questionnaire

McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. ADDITIONAL DISCUSSION OPPORTUNITIES Chapter 10

10-29 Snapshot: Gamification in Research

10-30 PicProfile: Methodology Trends

10-31 PicProfile: Mixed- mode Research

10-32 Snapshot: Are Cell phones & Smartphones Ready for Research? 31.6% wireless only homes Multi-method phone studies are the norm Phone method data is weighted by population parameters Cell phone studies offer unique challenges.

10-33 PicProfile: Declining Phone Response

10-34 Snapshot: Voice Adds Depth By eliminating the human interviewer from the call, we allow the caller to participate whenever it suits them, rather than when it suits us. Longer, more robust answers to open-ended questions

10-35 Pull Quote There once was a demographic survey done to determine if money was connected to happiness, and Ireland was the only place where this did not turn out to be true. Fiona Shaw Irish actress and theater director

10-36 PulsePoint: Research Revelation 45 The percent of smartphone users who check their before they get dressed.

McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. SURVEYS Chapter 10

10-38 Photo Attributions